GENERATION NEXT: YOUR DEFINING OPPORTUNITY
Gen X, Millennials, Gen Z
Connect across generations to strengthen relationships — and grow your business
For many financial professionals, Baby Boomers have long been the primary focus — and with good reason. They’ve held the majority of investable assets for decades.
But as they retire and begin passing wealth to their families, the next wave of opportunity is emerging. Gen Xers and Millennials — and eventually Gen Z — are entering their prime earning years and changing how financial advice is received, valued, and acted on.
Reaching these clients early in their wealth-building years allows you to become the trusted guide they’ll rely on when it’s time to protect the wealth you’ve helped them build.
A Defining Shift in Wealth and Influence
Millennials have already become the wealthiest generation to date, while Gen X and Millennials now hold most leadership positions across industries.
This transition represents both a challenge and an opportunity. Research shows that 81% of high-net-worth individuals plan to leave their parents’ financial professional within two years of inheriting wealth2 — not because of performance, but due to a lack of resonance.
Younger clients seek personalized, transparent, and educational advice. They want to understand the “why” behind each recommendation, so their financial decisions align with their goals and values. Many also face multiple competing priorities — paying down debt, supporting family members, saving for retirement, and pursuing greater purpose in their careers.
Financial professionals who can bridge the gap between generations — maintaining trust with existing Baby Boomer clients while engaging their children and grandchildren — will be best positioned to retain and grow relationships as wealth changes hands.
Rethinking the Financial Professional’s Role
As client expectations evolve, so too must the role of the financial professional. Success in this new environment requires moving beyond portfolio management and retirement planning to become a coach, educator, and lifelong partner in holistic planning.
Connecting with younger clients takes more than an online presence — it demands a different kind of engagement. As artificial intelligence handles more of the technical and transactional work, the real differentiator becomes human connection: the ability to listen, empathize, and coach behavior change.
Financial professionals who lean into this human side of advice — asking thoughtful questions, uncovering motivations, and helping clients define their goals — deliver what technology never can: clarity, confidence, and trust.
This is a turning point for the industry.
The next generation doesn’t want someone who simply manages their money; they want a financial professional who helps them navigate competing priorities, adapt through change, and make choices that align with what matters most to them.
Those who embrace this new approach will stand out not by what they know, but by how deeply they understand the clients they serve — helping a new generation build, protect, and sustain their wealth.
Preparing for the Future of Advice
At United Life, we understand that the next generation of clients expects something different — and that financial professionals need the right tools, insights, and strategies to meet those expectations.
Our Generation Next initiative supports financial professionals who want to strengthen their relevance and reach across generations by providing resources that help you:
- Understand the motivations, behaviors, and financial priorities of emerging generations
- Blend technology with empathy through a more human-centered approach
- Leverage educational and lead-generating tools to connect with younger clients and their families
- Recognize how annuities can play a role in creating protection, stability, and lifetime income when appropriate
Become a Gen-Savvy Financial Professional
Grab this quick reference guide to help apply generational insights in your practice and convert Next Gen prospects into clients.
For deep-dive strategies to engage and win the business of all four generations seeking financial guidance, download the Generational Field Guides:
Baby Boomer Guide
Born 1946–1964
Ages 62–80 in 2026
Generation X Guide
Born 1965–1979
Ages 47–61 in 2026
Millennial Guide
Born 1980–1996
Ages 30–46 in 2026
Generation Z Guide
Born 1997–2012
Ages 14–29 in 2026
Let’s Continue the Conversation
Contact your Regional Sales Director or the Sales Desk at 833-465-0819.
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